Today, we discuss with Steve this axiom Italiano~~while all that is simple is not beautiful~~all that is beautiful must be simple~~

All hats off here to Jaguar and to Ogilvy for both having the product~~and having the right guy to spread the word!!~~

Today, we discuss with Steve this axiom~~while all that is simple is not beautiful~~all that is beautiful must be simple~~

Today, Steve learns that it’s not enough to be best of class~~one must have best of class adverts to set the world ablaze~~or~~even~~start a little flame in the heart~~and he is cautioned that best business is always~~very SIMPLE business~~

Today, Steve discussed with the group how to take a good product and make it sing out High Hosanna in the Highest Places~~~we left him with this note to remember our meeting~~

Dear Steve, old shoe~~ and friends~~

As with all things truly beautiful~~Best business is always simple–To sell a product~~first~~you need the product~~and then~~you need the right guy to spread the word~~~Jaguar’s advert that brought us here today is a sterling example of how to accomplish both ends~~beautifully~~powerfully~~amazingly~~and~~as every Italiano knows~~~above all else~~SIMPLY~~

The coffee klatch

And~~here’s another idea of best product~~best sales~~ SIMPLICITY~~strategy~~

Famous Chanel N°5 is a symbol of good taste and is currently one of the best selling perfumes in the world. Coco Chanel asked the perfume designer Ernest Beaux to create a perfume ‘ which smells like a woman’. Chanel N°5 is a very complex fragrance which does not allow any of the fragrant components to be isolated out of the composition, what was exactly a request of the great Chanel – the perfume should not smell like a rose, or a lily of the valley, but as a composition.

The perfume became famous thanks to many celebrities who wore it, among which Marilyn Monroe. Chanel N°5 is often connected to her name because during an interview in 1954 she said that in bed she wore only ‘some drops of Chanel N°5‘. That statement became a superb advertising slogan and a reason for millions of women around the world to choose this perfume. The current Chanel N°5 face is Nicole Kidman.

Ernest Beaux created two series of perfume samples numbered 1-5 and 20-24 and asked Coco Chanel to choose one of them. Madame Chanel chose the sample no. 5 and thus the perfume got its name. Superstitious, Chanel presented her new perfume on the fifth day of the fifth month of 1921.

Working on creation of this perfume, Ernest Beaux created and for the first time used the synthetic component – aldehydes. In his formula the aldehydes are accompanied by fragrances of rose and jasmine. The fragrance of aldehydes is pure and fresh, reminds of the odor of clean linen just brought in the house form the fresh frosty air. It is said that the famous creator drew his inspiration for creation of this fragrance from one of his visits to the Arctic Circle and the smell of water in midnight. The unique smell of frozen lakes and rivers fascinated him so much that he decided to replicate it in his creation.

Chanel N°5 is the first perfume in the floral-aldehyde group and the first by the quantity of aldehydes in its composition (another legend says that the Ernest Beaux‘s assistant overdosed the aldehydes in the composition by mistake). The top notes are composed of aldehydes, bergamot, lemon, neroli and ylang-ylang, the heart of jasmine, rose, lily of the valley and iris, while the base is created of vetiver, sandalwood, vanilla, amber and patchouli.

The first Chanel N°5 was captured in a simple rectangular bottle with the top which resembled Place Vendome in Paris. The first bottle was designed by Chanel herself and represents her classical principle – the less is more.~~